Movie tourism: The good fortune of film


How often does one hear that movies have an impact on tourist arrivals?

This idea received concrete proof on February 9 at the annual Austria press meeting in Delhi, India, which is known for its serious well-organized format where representatives from different regions and attractions from central Europe interact with the media, after a multi-city tour to make the trade aware of what is new on offer and how tourism is fairing.

The shooting of the popular Indian Hindi movie, Tiger Zinda Hai – Tiger is alive – in Innsbruck, Austria, starring Salman Khan and Katrina Kaif, has shot up arrivals to the country and region, not only from India but also from other countries.

This was revealed by no other than Mag Andreas Reiter from Innsburck Tourismus market management, who also showed clips from the movie that was shot in Austria.

Indian overnights to Innsbruck in 2017 shot up to 60,000, up 18 percent over 2016, making India the 10th largest generator.

Three new hotels, cable cars, and gondolas are other new attractions in Innsbruck, he said.
Swarovski attracted 14 million, of which 90,000 were from India, said Christiane Gasser, head of channel marketing and a regular visitor to India. Four new chambers of wonder have opened with 4,000 Swarovski products at the attraction.

Vienna, Salsburg, and other regions continue to be popular with tourists from India, from where
Austria saw a 21.5 percent growth in 2017 over 2016, said Christine Mukerji, the popular head of Austria tourism in India.